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A MUX-8 ​ awareness campaign for Telewizja WP, Telewizja Metro, ZOOM TV

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SYNOPSIS:

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PROBLEM:

Low awareness of the terrestrial channels available from MUX-8 (Telewizja WP, Metro, Zoom TV)

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INSIGHT/ Pain-point:

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"I do not want to pay for TV channels",

"I can't afford to pay for premium movie channels",

"I am not aware of so many TV channels and I do not want to reset my telly"

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SOLUTION/ Aggregation:

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Persuade to Polish citizens the benefits of getting MORE for FREE. 

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Idea: Life Coach says: "Get the remote and find 3 brand new channels on your TV"

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EmiTel, the national operator of the terrestrial digital TV needed to educate the viewers they really have the possibility to watch brand new channels on their TV.  Marketing departments from above-mentioned TV stations briefed the agency to deliver the creative solution. Please, sit back and meet our 'Life Coach' who'll explain you the ins and outs of  life: 'How to get more for FREE' (In the role of Life Coach you can recognize one of the most popular comedian actors, Cezary Zak)

VIDEO SYNOPSIS:

"Good afternoon, my fellow guests, it's me, your coach. This is the day when I will tell you how to get moooooore for FREEEEEEE! Three, literally 3 new channels will pop up on your telly just like that, in the eyeblink..."

 

The EFFECT:

After 6 weeks of the campaign, technical reach exceeded 50% of the households (previously 43%) and the viewing of the channels improved significantly (eg. ZOOM TV became the most often viewed channel among the competition).

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